Reached primarily through the MVMT and Olivia Burton brands. These buyers are heavily influenced by social media aesthetics, influencer endorsements, and price transparency.
A major focus for Movado in 2025–2026 is the (High Earner, Not Rich Yet) cohort—professionals in their late 20s who are shifting away from smartwatches toward design-centric timepieces. who buys movado watches
They value "quiet luxury" and timeless, minimalist aesthetics that avoid seasonal obsolescence. Reached primarily through the MVMT and Olivia Burton brands
Reached primarily through the MVMT and Olivia Burton brands. These buyers are heavily influenced by social media aesthetics, influencer endorsements, and price transparency.
A major focus for Movado in 2025–2026 is the (High Earner, Not Rich Yet) cohort—professionals in their late 20s who are shifting away from smartwatches toward design-centric timepieces.
They value "quiet luxury" and timeless, minimalist aesthetics that avoid seasonal obsolescence.